Marks & Spencer moves away from celebrity led ads with new Christmas spot featuring boy with Down's Syndrome
M&S has revealed this year's Christmas ad which has starred a 4-year old boy with Down's Syndrome.
The 50-second ad was created by RKCR/Y&R and will debut during Coronation Street on 7 November.
Seb White was asked to model for M&S after his mother posted his picture on the company’s Facebook page to highlight the lack of disabled children in TV advertising.
As such the M&S Christmas ad has become one of the first UK television spots from a major high street brand to feature a model with a learning disability.
Steve Sharp, executive director of marketing at M&S, commented on the Christmas ad which features Seb: "Our initial involvement with Seb was due to the overwhelming response to Caroline's post on our Facebook page.
"However, he won his place in our TV ad thanks to the natural charm and magical personality he showed on set at our magazine shoot. All the kids had great fun filming the ad and Seb really was one of the gang - which is exactly how it should be."
The ad was directed by Jake Neva, who was behind the popular Beyonce 'Single Ladies' music video, and has taken the style of a Christmas compilation album. Each outfit from M&S's Autumn/Winter collection has been presented with its own Christmas themed song and scenario, ending with strapline: ‘The Greatest Hits this Christmas’.